Lauren Tanner's Page

Traditional marketing campaigns historically were inflexible and unresponsive to audience feedback. The Digital Age has changed marketing practices and principles. No longer can organizations choose to ignore the input of their consumers, but rather incorporate them and use them to advance their brand.

James Cherkoff and Johnnie Moore discuss open source marketing and demonstration that engagement trumps control in maximizing custome… Continue

Joshua Porter describes the importance of letting the user sample or test drive your product prior to selling them on it in his book Designing for the Social Web. And I could not agree more! There have been so many times I have discovered or been introduced to cool new ideas/features of products on the web, especially at work. I can think of 2 off the top of my head that have become staples in my work and 1 that I am currently evaluating.

Snagit is a… Continue

Today, Friday, I had to travel to Philadelphia for business, and while I was waiting for my significantly delayed Amtrak train I was reading Joshua Porter’s Designing for the Social Web. As I read the JetBlue Apology case study in chapter 3, I couldn’t help but notice the need for transparency in the transportation industry, specifically with Amtrak. Amtrak continually made ann… Continue

Working at an online advocacy firm, I often find I have two types of clients (both of which present a unique set of challenges) 1. The client that is wary of new technology and the “uncharted” waters, and 2. The client that wants to jump in head first without thinking it through. For the purpose of this blog entry, I am going to address number 2.

Client type number two generally come into our needs assessment meetings with all kinds of “cool” technology ideas that they have seen on other sites… Continue

Devising and developing a communications strategy seems like it should offer flexibility for a company to respond to any of the infinite situations they might face. Well someone forgot to tell Target this. Earlier this year the company completely dismissed the concern and complaint about the sexual exploitation of women in one of their ad campaigns from one of their consum… Continue